Flanders DC Kenniscentrum Dr. Andre Convents Section Head Connect & develop Delighting Consumers Through Purpose Driven Innovation Billion-Dollar Brands
Flanders DC Kenniscentrum
Dr. Andre Convents
Section Head Connect & develop
Delighting Consumers Through Purpose Driven Innovation
Billion-Dollar Brands
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Innovation is center stage for growth
q For large companies a portfolio is critical
§ Lead: Sustaining and commercial innovation
§ Discontinuous innovation
• Change: Transformative innovation
• Create: Disruptive innovation
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Iteraction, integration and collaboration
q If you had to develop a chair in a company
q What chair would you develop as an entrepreneur?
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Source: Product Development
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S-curve: Birth
Tipping point: Innovators
Kano: Delighters
S-curve: Growth
Tipping point: Mavens
Kano: Linear Satisfiers
S-curve: Maturity
Tipping point: Sellers
Kano: Basic must have
Tipping point innovation
• Innovators create new products
• Mavens adapt them to a large market
• Sellers maximize potential
Kano Model
S-Curve
Time
Value
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Business Week 2008
In his new book, The Game-Changer: How You Can Drive
Revenue and Profit Growth with Innovation, P&G CEO A.G.
Lafley explains the difference between the two methods:
"Business schools tend to focus on inductive thinking (based on
directly observable facts) and deductive thinking (logic and
analysis, typically based on past evidence)," he writes. "Design
schools emphasize abductive thinking—imagining what could
be possible. This new thinking approach helps us challenge
assumed constraints and add to ideas, versus discouraging
them."
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Design thinking is not only for physical products
q Products and services
q Supply chain, new
q Organizational design
q Business strategy
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The Innovator’s DNA
q On personality traits and psychometric measures entrepreneurs
and corporate executives are the same.
q Their behaviors are different:
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Innovators Most senior executives
Questioning Analyzing
Observing Planning
Networking Detail-oriented implementing
Experimenting Disciplined executing
1 Pack = 1 Vaccine
Live, Learn and Thrive
The Power of P&G’s Purpose: Touch and improve lives, now and for generations to come
Consumer Insights Drive Product Innovation
The sustainability challenge
P&G’s approach is to drive meaningful improvements in sustainability by targeting mainstream consumers
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Landscaping and creating ideas
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Virtual design and concept development
q Looks like prototypes
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Model the commercialization and deductive business
scenarios
q Quantification and qualification
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Consumer communities for co-development
Leverage P&G internal Wikis and virtual consumer communities for idea generation Design thinking and iterative prototyping The Wasserette with 1000 consumer to help define the product proposition and launch
Product Innovation Dramatic Changes in Formulation
40-50% Less water to manufacture
30-40% Less energy to
manufacture
20-50% Less energy by washing
in low temperatures
14-40% Less packaging
40-57% Less trucks to transport
A Dramatic Reduction in Overall Environmental Footprint
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The entrepreneur and innopreneur tool box be truly effective:
combine with an open innovation and crowdsourcing mindset
q Combine design thinking and mult-functional input with open
innovation and crowdsourcing
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Innovation for the globe
q After thousands of hours of research in the field, P&G learned
that a single-blade razor was a cheaper and effective alternative
to double-edged razors for many consumers in India
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Recent innovation examples
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